This week's review of ad fraud and quality in the digital advertising space.
Pixalate this week released the Q2 2018 Ads.txt Trends Report. The report features data and insights collected by Pixalate detailing the state of ads.txt adoption over the second quarter of 2018.
Download the free Ads.txt Trends Report report here.
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Pixalate reveals the top trending iPad apps for display and video advertisers in the U.S. from July 2018. Pixalate’s monthly updates on the top trending mobile apps in advertising help marketers understand the latest mobile in-app advertising trends. After breaking down the latest mobile advertising trends on iPhone apps, we’re now looking at the “other” mobile device — tablets.
"Dentsu Aegis Network’s 360i has enabled ads.txt-only buying across all of its clients using Google’s demand-side platform to place their programmatic buys, said 360i svp and head of programmatic Kolin Kleveno," reported Digiday. "The agency made the decision after buying only ads.txt inventory with a sample of clients in August and seeing no degradation in terms of scale or a hike in CPMs, said Kleveno."
"The web version of ads.txt sped ahead with its release in June 2017," wrote Digiday, "but the mobile version has been poking along by comparison, slowed by the uncertainty of whether app stores will support the initiative." The article added: "[T]he app stores need to be involved in ads.txt. It would be difficult, if not impossible, to establish a trustworthy record of who is authorized to sell an app’s inventory without them."
According to eMarketer, citing a recent Confiant study, found that "...the CPMs that publishers received for impressions that intermediaries later misrepresented were 54% lower than the CPMs they received for impressions that were correctly represented in programmatic auctions."
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